Insight
To launch the new Air Max lines in São Paulo a unique experience is introduced, connecting fans with wider urban culture.
Idea
Graffiti artists update existing characters with the most coveted Air Max models, with a new shoe line launching each week in another city district. Fans obtain the shoes by visiting the walls and unlocking purchase at Nike.com using geolocation. As an extra reward, an exclusive film brings the character wearing the shoes, to life.
Impact
Graffiti Stores became a profitable platform for new releases. The murals increased visits to Nike.com by 22% and with an 80-million social media reach, they legend lives on as part of the city’s urban heritage.
AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.